media platform. Earned social media is when the firms does something that impresses its consumers or other stakeholders and they spontaneously post their own content about it on social media. Owned social media is when the firm itself owns the social media channel and creates content for its followers. One of the main uses is to interact with audiences to create awareness of the company or organization, with the main idea of creating a two-way communication system where the audience and/or customers can interact; e.g., customers can provide feedback on the firm's products. However, since social media allows consumers to spread opinions and share experiences in a peer-to-peer fashion, this has shifted some of the power from the organization to consumers, since these messages can be transparent and honest. Or at least appear so (more on this at influencers). Social media can also be used to directly advertise; placing an advert on Facebook's Newsfeed, for example, can provide exposure of the brand to a large number of people. Social media platforms also enable targeting specific audiences with advertising. Users of social media are then able to like, share, and comment on the advert; this turns the passive advertising consumers into active advertising producers since they can pass the advert's message on to their friends. Companies using social media marketing have to keep up with the different social media platforms and stay on top of ongoing trends. Since the different platforms and trends attract different audiences, firms must be strategic about their use of social media to attract the right audience. Moreover, the tone of the content can affect the efficacy of social media marketing. Companies such as fast food franchise Wendy's have used humor (such as shitposting) to advertise their products by poking fun at competitors such as McDonald's and Burger King. This particular example spawned a lot of fanart of the Wendy's mascot which circulated widely online, (particularly on sites like DeviantArt) increasing the effect of the marketing campaign. Other companies such as Juul have used hashtags (such as #ejuice and #eliquid) to promote themselves and their products. Social media personalities, often referred to as "influencers", who are internet celebrities who have been employed and/or sponsored by marketers to promote products online. Research shows that digital endorsements seem to be successfully attracting social media users, especially younger consumers who have grown up in the digital age. In 2013, the